Marketing by C. Shane Hunt and John E. Mello was designed to demonstrate to students the connection between marketing and their future careers, whether students choose to pursue a major in marketing or another field. With a number of features to support this effort, including career tips in every chapter and a comprehensive marketing plan exercise that focuses on marketing the most important product in students' lives: themselves, Marketing is the most practical content available for the Principles of Marketing course. Supported by results-driven technology in McGraw-Hill's Connect Marketing and a focused table of contents covering all of the foundational topics in fourteen concise chapters, Marketing is the smart choice for instructors and students to adopt for the Principles of Marketing course.
Contents
PART ONE: MARKETING IN THE TWENTY-FIRST CENTURY
- Chapter 1: Why Marketing Matters to You
- Chapter 1 sets the stage by explaining to students the role and relevance of marketing to their lives.
- Students who have little affinity for marketing and are taking the course only because they “have to” will understand the relevance of marketing from the very first day of class.
- Chapter 2: Strategic Planning for a Successful Future
- Chapter 2 explains the importance of strategic marketing planning for businesses and nonprofit organizations.
- Students are introduced to the elements of a marketing plan and then allowed to apply their knowledge as they develop a marketing plan focused on the most important product in their lives: themselves.
- Chapter 3: Analysing Your Environment
- In Chapter 3, students learn how the external environment influences marketing in an integrated way by examining how both local and global factors impact large companies, small businesses, and nonprofit organisations.
PART TWO: UNDERSTANDING YOUR CUSTOMER
- Chapter 4: Marketing Research
- In addition to describing the importance of good marketing research and the marketing research process, Chapter 4 illustrates how quality marketing research can drive other marketing decisions, such as new product development and sales forecasts, that are critical to an organization's bottom line.
- Chapter 5: Knowing Your Customer: Consumer and Business
Book Details
- Hardcover: 496 pages
- Publisher: McGraw-Hill/Irwin; 1 edition (c2014)
- Language: English
- ISBN-10: 0077861094
- ISBN-13: 978-0077861094
- Product Dimensions: 10.7 x 8.7 x 1 inches
- List Price: $178.67